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PLAYER BEHAVIORS ? Play out of home • Simple to control, no sound, Boss button ! • Always on, running in the background Impulse buy • Shopping is part of the gameplay experience • Low denominated items • Appeal to completist Repetitive play • just one more go at it ! • Average online time : 5 hours/day in most serious MMOs Meet people online • everyday : clan, guilds, party for a raid • one time only : matchmake, date • Date : Marriage feature in most of MMO Online gaming in Asia in 2011. Fabien Siouffi

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BUT WHY PEOPLE PAY ? Look good. • Show off achievement. Epic mounts only accessible to level 70 players Play better. • Progress faster. Skip time, remove the grind Have fun. • More of that kind of fun. ManU vs Liverpool FIFA matches Meet girls. • Gift item to that special one Make money. • Buy because you know you can sell at higher price • Game farming / Secondary market Online gaming in Asia in 2011. Fabien Siouffi

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IDENTIFYING GREATNESS IN ONLINE GAMES Do first, perfect later. • Shorten dev loops, get the core gameplay right o FIFA Online session match. • Go public halfway through your development cycle. o NBA 2K Social first beta after 4 months • Get the community to tell you what they would like to see o Street Mode or NBA Mode ? Immerse yourself in stats, and code accordingly • Cap the free stuff : FIFA quick match mode • Address balance issues. Dark Elves race in WoW Managing the lifecyle. • Acquisition first, then retention then monetization. Don’t rush • Usage, usage, usage Small Agile teams, with access to large pools of resources • It all starts with one creative and one business guy. Keep the dynamic alive, even if conflictual Online gaming in Asia in 2011. Fabien Siouffi

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ASIA HOT SPOTS Japan – Gree and DeNA • 25m each of mobile social gamers • Extremely high stickiness and ARPPU • Each of them makes more revenue than Zynga with a tenth of the users China – Tencent • Q + “open” platform. • Going aggressively into mobile social games Vietnam • Vinagames and VTC fostering fast growth Philippines and Indonesia • Asia has more people on Facebook than in the US • Indonesia, India and Philippines each more than 25m users Online gaming in Asia in 2011. Fabien Siouffi